I noticed recently that pretty much the only adverts I ever see
on television these days are those awful betting ones in between
the football matches that my husband forces me to watch. (Ray
Winstone constantly telling me the 'bet in-play odds' is starting
to get really annoying, and don't get me started on that Italian
guy from the Ladbrokes
I don't watch these adverts out of choice but because football
is always watched live (in our house anyway) it means we can't
fast-forward through the ads like we usually do. Like
50% of UK households we own a digital video recorder and it
means that we hardly ever watch live TV anymore. We have even been
known to purposely put something on pause for 15 minutes at the
start of a programme just so we can skip the ad breaks.
According to Thinkbox, the
marketing body for TV advertising, a record more than 10 per cent
of TV programmes were viewed on a "time-shifted" basis last year,
taking into account both on-demand viewing (BBC iPlayer, 4oD, etc)
and digital recordings. The rise in services like LoveFilm and Netflix also mean that fewer
people are watching live television.
So, what does this mean for advertisers? As recorded content
continues to rise people will increasingly skip through television
adverts. One result of this is that we will start to see adverts
appear in our on-demand services - but will we be able to skip
these as well? Who knows?
Another possible outcome is that companies will start to rely
more heavily on other methods of reaching their target audience.
For example, online banner advertising, display or good
old-fashioned print. I also think this creates an opportunity for
companies to integrate alternative marketing strategies such as PR,
sponsorship deals, social media or direct mailer campaigns, as they
look for more creative, innovative ways to influence their
One thing's for certain, this is definitely not a trend
companies can ignore.